Ravid Kuperberg

Partner Mindscapes Creativity

Ravid Kuperberg
Partner and structured creative thinking trainer in the field of brand communications, working with numerous creative agencies and brands around the world. Ravid is a former advertising professional with 14 years of experience in strategic planning and creative development roles. He is a frequent keynote speaker and moderator at international marketing conferences and advertising festivals. Including multiple appearances at the prestigious Cannes Lions festival.

Insights Which Make a Difference, Not Just Make Sense – How to reveal powerful insights which are game changers by being life changers

The majority of the most creative and effective award-winning campaigns are based on game- changing insights. Yet, uncovering a truly meaningful original insight is one of the hardest tasks in brand communications. This talk suggests a unique way of defining an insight (hint: it is not a single revelation). It then presents practical thinking tools which enable us to look at reality through different prisms so as to attain powerful insights. Leading to ideas and stories which can make a real difference, for a brand and its TA.
The talk will explore:
* How to define an insight and what makes it tick?
* How to find inspiring observations which are ‘hidden’ in our minds because we are ‘fixated’ at analyzing a situation from a specific conventional perspective.
* How to look beyond what meets the eye by identifying and utilizing associative benefits and barriers.
* How to detect and map relevant meaningful ‘dramas’ which a brand can address.
* How to detect and map relevant consumer behavioral characteristics which a brand can address.
* How to find territories in which people can feel more significant in a way which represents a brand narrative
* How to reveal insights which defy and swim against the stream and deliver viable differentiation points.

Subota

10:00

@Hotel Artist

Ravid Kuperberg

Partner
Mindscapes Creativity

Ravid Kuperberg
Partner and structured creative thinking trainer in the field of brand communications, working with numerous creative agencies and brands around the world. Ravid is a former advertising professional with 14 years of experience in strategic planning and creative development roles. He is a frequent keynote speaker and moderator at international marketing conferences and advertising festivals. Including multiple appearances at the prestigious Cannes Lions festival.

Insights Which Make a Difference, Not Just Make Sense – How to reveal powerful insights which are game changers by being life changers

The majority of the most creative and effective award-winning campaigns are based on game- changing insights. Yet, uncovering a truly meaningful original insight is one of the hardest tasks in brand communications. This talk suggests a unique way of defining an insight (hint: it is not a single revelation). It then presents practical thinking tools which enable us to look at reality through different prisms so as to attain powerful insights. Leading to ideas and stories which can make a real difference, for a brand and its TA.



Subota

10:00

@Hotel Artist